As JLR reorganizes under its House of Brands plan, Range Rover emerges as an independent sub-brand
Luxury automakers constantly evolve, but not all changes make a splash. While Jaguar’s bold rebrand grabbed headlines, Range Rover has taken a more refined route. As part of JLR’s House of Brands strategy—which splits Jaguar, Discovery, Defender, and Range Rover into distinct sub-brands—Range Rover now has a new emblem and a unique design motif.
The updated emblem, featuring mirrored and stacked Rs, first appeared at an investor event and later at Milan Design Week. Finished in gold atop an archway, it exudes elegance, though it appears less striking in black. JLR says this new badge won’t replace the traditional Range Rover script. Instead, it serves as a compact symbol for places where the full logo doesn’t fit—such as labels, repeating patterns, or event displays.
Also revealed is the Range Rover Pattern, made up of interlocking Rs. While its exact use hasn’t been announced, it could suit grilles, trims, or interior finishes.
Importantly, the familiar oval Land Rover badge on vehicles remains unchanged—for now. With Jaguar and Range Rover’s new identities in place, only Discovery and Defender have yet to adopt updated branding. It’s unclear which model will debut the new emblem, but the upcoming all-electric Range Rover—expected to feature a dual-motor, 542-hp setup—might be the first to showcase it on the road.
